基于异质性消费群体的再制造产品的定价策略研究  

The Remanufactured Products Pricing Strategy in a Heterogeneous Market

作　　者：徐峰[1] 盛昭瀚[1] 陈国华[1] 

机构地区：[1]南京大学工程管理学院,江苏南京210093

出　　处：《中国管理科学》2008年第6期130-136,共7页Chinese Journal of Management Science

基　　金：国家自然科学基金重点资助项目(70731002);国家自然科学基金资助项目(70571034;70401013);国家博士后基金资助项目(20060400918);教育部哲学社会科学创新基地子课题

摘　　要：消费者对新产品和再制造产品具有不同支付意愿。在此基础上,对再制造产品具有不同接受度的异质性消费群体分别建立了再制造产品差异化定价模型和单一定价策略模型。研究了制造商对新产品和再制造产品进行差异化定价时,新产品和再制造产品的最优定价和与之相对应的产品回收率,并与单一定价策略进行了比较分析。通过数值仿真,讨论了不同参数对单一定价策略和差异化定价策略的利润和产品回收率的影响,并给出了相关结论。Consumer＇s willingness-- to-- pay for remanufactured products is less than their willingness-- to --pay for new products. On this basis, we establish a two--period model of a manufacturer who makes and sells a new product and a remanufactured product simultaneously. We study two pricing schemes： uni- form price for all products, price differentiation between new and remanufactured products. In this setting, we discuss the optimal product return rates and pricing strategy. Meanwhile, through theoretical a- nalysis and numerical simulation, we explore the effect of various parameters on the manufacturer＇s profit and the return rate of used product.

关 键 词：逆向物流 定价策略 异质性市场 再制造 

分 类 号：F224[经济管理—国民经济] O225[理学—运筹学与控制论]